Live branded dynamic mapping

ABSTRACT

A live dynamic map that provides for increased convenience for a user at a venue is disclosed. The live dynamic map may be branded for a venue, shows points of interest and paths between locations, includes a messaging capability, and allows users to be social with one another as well as venue management. Live branded mapping may allow for similar engagement on a region-by-region, neighborhood-by-neighborhood, or even brand-by-brand basis. By engaging on a hyper-local level, the present mapping platform can better target user and payload delivering and improve upon business to consumer brand engagement.

CROSS REFERENCE TO RELATED APPLICATIONS

The present application claims the priority benefit of U.S. provisionalapplication No. 61/945,049, filed Feb. 26, 2014, and entitled “Systemand Method for Live Branded Dynamic Mapping,” the disclosure of which isincorporated herein by reference.

BACKGROUND

1. Field of the Invention

The present invention is generally related to web services. Morespecifically, the present invention relates to live dynamic mapping andbranding including hyper-local marketing.

2. Description of the Related Art

Entertainment venues such as theme parks, cruise ships, universities,arenas, resorts, and stadiums are a popular family attractions that hostthousands of people. Most venues hosting these events provide staticpaper maps or signs that allow guests to explore the venue, encourageengagement in one or more activities at the venue, and otherwise attemptto maximize enjoyment while on the premises. The venues often havespecial events such as concerts, merchandise, culinary, or souvenirsales, and other limited time or new events that are often of interestto their visitors. It is difficult, if not impossible, to track andcommunicate with visitors concerning these special events when they areonly provided with a paper map upon entrance into such an event. Similarchallenges exists for visitors to communicate amongst themselves,especially concerning their past, present, and intended future locationand plans such as when and where to meet with one another.

There is a need in the art for improved customer communications. Such animprovement is needed such that venues might the overall userexperience, better engage with and service customers, track customerneeds, and ultimately improve monetization from the user presence at thevenue.

SUMMARY OF THE PRESENTLY CLAIMED INVENTION

A first claimed embodiment of the present invention include a method forproviding a map on a display. Through this method, a graphical image ofa venue map is shown on mobile device. The map includes graphics thatare not to scale and have latitude and longitude information associatedwith multiple points on the map. Visual updates of the user are providedon the map as the user navigates through a venue. Personalized messagesare provided to a user based on user data collected while the user is inthe venue.

A further embodiment includes a device for providing a map. The deviceincludes a display, memory, and a processor. The processor executesinstructions stored in memory. Through execution of the instructions, agraphical image of a venue map is displayed and that includes graphicsthat are not to scale. The map includes latitude and longitudeinformation associated with multiple points on the map. Visual updatesof the user are provided on the map and personalized messages aredelivered to the user.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 illustrates a system for increasing customer engagement,including customer monetization, including live, dynamic mapping thatutilizes branding, including hyper-local marketing.

FIG. 2 illustrates a conceptual view of a live dynamic map.

FIG. 3 illustrates an exemplary computing system that may be utilized toimplement one or more embodiments of the present invention.

DETAILED DESCRIPTION

The present invention includes a live dynamic map that provides forincreased convenience for a user at a venue. Mobile and web-basedclients allow application users to experience the live dynamic map. Thelive dynamic map may be branded for a venue, show points of interest andpaths between locations, include a messaging capability, and allow usersto be social with one another as well as venue management. The livedynamic map is a tool that may provide live analytics, assist withmonetization, and is personalized for each user.

Live branded mapping may allow for similar engagement on aregion-by-region, neighborhood-by-neighborhood, or even brand-by-brandbasis. For example, a live branded mapping platform could be implementednot only in a theme park, but on a university campus. The platform couldlikewise be implemented in the context of a neighbor such as SanFrancisco's Mission District or San Diego's North Park neighborhood. Byengaging on a hyper-local level (a small geographically definedcommunity), the present mapping platform can better target user andpayload delivering and improve upon business to consumer brandengagement.

FIG. 1 illustrates a system for increasing customer engagement,including customer monetization, including live, dynamic mapping thatutilizes branding, including hyper-local marketing. The system 100 ofFIG. 1 includes an ecosystem of data sources 105 such as mobile devices110, point-of-sale (POS) or point-of-entry/-exit (POE) terminals 115,and databases 120. Communicatively coupled to data sources 105 areback-end application servers 125. In system 100, application servers 125can ingest, normalize and process data collected from mobile devices 110and various POS or POE terminals 115. Types of information gathered fromdata sources 105 and processed by back-end application servers 125 aregenerally inclusive of identity (e.g., user profiles, CRM data,entitlements, demographics, reservation systems and social media sourceslike Pintrest and Facebook), proximity (e.g., GPS and beacons), and time(e.g., schedules, weather, and queue length).

Mobile devices 110 can execute an application on a user mobile devicethat shares customer engagement data such as current and prior physicallocale within a venue as well as wait times and travel times (e.g., howlong was a customer at a particular point in a venue and how long did ittake the customer to travel to a further point in a venue), paths tocertain point on the map, and other information. Mobile devices 110 areinclusive of wearable devices. Wearable devices (or ‘wearables’) are anytype of mobile electronic device that can be worn on the body orattached to or embedded in clothes and accessories of an individual.Processors and sensors associated with a wearable can gather, process,display, and transmit and receive information.

POS data may be gathered at a sales terminal 115 that may interact witha mobile or wearable device 110 to track customer purchase history at avenue or preference for engagement at a particular locale within thevenue. POE terminals 115 may provide data related to venue traffic flow,including entry and exit data that can be inclusive of time and volume.POE terminals 115 may likewise interact with mobile and wearable devices110.

Historical data may also be accessed at databases 120 as a part of theapplication server 125 processing operation. The results of a processingor normalization operation may likewise be stored for later access anduse. Processing and normalization results may also be delivered tofront-end applications (and corresponding application servers) thatallow for the deployment of contextual experiences and provide a networkof services to remote devices as is further described herein.

The present system 100 may be used with and communicate with any numberof external front-end devices 135 by way of communications network 130.Communication network 130 may be a local, proprietary network (e.g., anintranet) and/or may be a part of a larger wide-area network.Communication network 130 may include a variety of connected computingdevice that provide one or more elements of a network-based service. Thecommunications network 130 may include actual server hardware or virtualhardware simulated by software running on one or more actual machinesthereby allowing for software controlled scaling in a cloud environment.

Communication network 130 allows for communication between data sources105 and front-end devices 135 via any number of various communicationpaths or channels that collectively make up network 130. Such paths andchannels may operate utilizing any number of standards or protocolsincluding TCP/IP, 802.11, Bluetooth, GSM, GPRS, 4G, and LTE.Communications network 130 may be a local area network (LAN) that can becommunicatively coupled to a wide area network (WAN) such as theInternet operating through one or more network service provider.

Information received and provided over communications network 130 maycome from other information systems such as the global positioningsystem (GPS), cellular service providers, or third-party serviceproviders such as social networks. The system 100 can measure locationand proximity using hardware on a user device (e.g., GPS) or collect thedata from fixed hardware and infrastructure such as Wi-Fi positioningsystems and Radio Frequency ID (RFID) readers. An exemplary location andproximity implementation may include a Bluetooth low-energy beacon withreal time proximity detection that can be correlated tolatitude/longitude measurements for fixed beacon locations.

Additional use cases may include phone-based, GPS, real-time location(latitude/longitude) measurements, phone geo-fence-real timenotifications when a device is moving into or out of location regions,Wi-Fi positioning involving user location detection based on Wi-Fisignal strength (both active or passive), RFID/Near Field Communication(NFC), and cellular tower positioning involving wide range detection ofuser device location, which may occur at the metro-level.

Front-end devices 135 are inclusive of kiosks, mobile devices, wearabledevices, venue devices, captive portals, digital signs, and POS and POEdevices. It should be noted that each of these external devices may beused to gather information about one or more consumers at a particularlocation during a particular time. Thus, a device that is providinginformation to a customer on the front-end (i.e., a front-end device135) such as a mobile device executing an application or a speciallydesigned wearable can also function as a data source 105 as describedabove.

The system 100 of FIG. 1 provides services to connect venue managementwith visitors and entertainment consumers while simultaneously providinga messaging platform for consumers. For example, the social network of aconsumer may be extended into a map and the physical world associatedwith the map. Services to extend the social network of a user includefinding friends, coordinating rally points, management of proximitybased parental controls, serendipitous discovery, and customization andsharing of photos. Venue management may provision consumers with badges,points and rewards, coordinate scavenger hunts and competitions, andprovide leaderboard and trivia services. Consumers may also be engagedby collecting feedback and reviews of their experiences, managingfavorites and wish lists, conducting surveys and interactive voting, andthrough the display of messages.

FIG. 2 illustrates a conceptual view of a live dynamic map 200. A livebranded map 200 like that shown in FIG. 2 may be presented to a userthrough a device such as a mobile device, tablet, wearable, or otherdevice executing an application on the particular device. Theapplication may communicate with one or more back-end applicationservers over a network as illustrated in the system 100 of FIG. 1.

The live dynamic map 200 of FIG. 2 includes conceptual layers of abranded layer 210, points of interest 220, way finding 230, messaging240, social features 250, live analytics 260, monetization 270, andpersonalization 280.

The map is branded in the spirit of the venue, which may be hyper-localin nature such as a neighborhood or even brand-based. The branded baselayer 210 of the map may be derived from a graphical map provided by thevenue. For example, for a venue such as a theme park, the branded baselayer 210 of the live branded map 200 may be an artistic map showing thepark attractions that is typically provided to guests as they enter thetheme park. Branded base layer 210 in a hyper-local initiative such as aneighborhood may illustrate a street or series of streets making up theneighborhood.

Such a map could be two-dimensional and show street information withcorresponding information related to venues in that neighborhood. Thebranded base layer 210 could also be three-dimensional and illustratesphysical features of the neighborhood and buildings located therein.Traffic flow information could likewise be illustrated for theneighborhood or area much in the same way that a venue like a theme parkmight illustrate wait times for rides or attractions. For example, aneighborhood-based base layer 210 could allow for literal trafficinformation for streets or wait times at various popular venues. Thisinformation may likewise be integrated with points of interest 220, wayfinding 230, and analytics 260 as described herein.

Live dynamic map 200 may also include points of interest 220. The pointsof interest may include any point on the map that may be of interest toa guest of the venue, such as ride, restaurant, bathroom, or otherpoint. Information related to the point of interest 220 may be providedsuch as the nature of the point of interest, services or goods providedat the point of interest as well as hours, costs, reviews, specials anddeals, or wait times. Specific brand related information may also beconveyed at a point of interest or as a point of interest in and ofitself. Point of interest 220 data may be introduced either natively orthrough any third-party service operating in conjunction with orco-branding/sponsoring map 200.

In this regard, map 200 could be revised in real-time to reflectdifferent sponsor or brand information. Such live updates would in turnaffect various points of interest 220 that may be related to aparticular brand and could even affect the underlying brand layer 210 asa whole. Sponsorship and hyper-local branding initiatives may likewiseaffect other layers of map 200 in real time or near-real time subject toupdates and network connectivity.

Live branded map 200 may integrate a way finding component 230 to allowa user to see where on the map the user is currently located and how toget to other points on the map. These points may include points ofinterest identified in points of interest layer 220 and described above.Way finding may utilize various location based services as described inthe context of FIG. 1.

The live dynamic map 200 may be mapped to the physical world usinglatitude and longitudinal matching with certain points in the map 200.Often times, the artistic map is not to scale, is disproportionate, andhas differing scales at different parts of the map. Markers are used toset local rules regarding how longitude and latitude should map to apoint on the artistic map of the venue. The markers may be placed atfeatures and locations in the artistic map that have distortion inscale.

The rules associated with these markers will control how the map behavesin that area. For example, a particular rules may affect how the map 200behaves with representing user movement within the map 200 at thatlocation. The marker location and disposition affects rule complexity.The same marker/rule logic determines user location and pathidentification and location.

In some instances, the platform uses a position strategy to convertlatitude and longitude location information into map x/y positioninformation. The strategy can be different for maps of different venues.Additionally, one venue may have multiple maps, and one or more maps fora particular venue may have a different strategy than one or more othermaps for that venue. One strategy utilizes a linear transformation toconvert latitude and longitude location to map x/y position. The lineartransformation uses a series of markers to establish the conversionrules for a particular map. Markers are fixed positions that maplatitude and longitude location to x/y positions on the map.

The simplest linear transformation strategy may use the closest markers.For example, this may include use of the closest three markers. Thelatitude and longitude location of those marker locations may becalculated using conversion rules. The transformation rules may bemanaged using the following linear transformation:X(1,2,3)=A*a+B*b+E,Y(1,2,3)=C*a+D*b+F,where a is the latitude and b is the longitude for any given location.The constants A-F are computed using the latitude, longitude and x, yvalues from markers 1, 2, and 3:A=(b1*(x3−x2)+b2*(x1−x3)+b3*(x2−x1)),/(a1*(b2−b3)+a2*(b3−b1)+a3*(b1−b2)),B=(x2−x1+A*(a1−a2))/(b2−b1),C=(b1*(y3−y2)+b2*(y1−y3)+b3*(y2−y1)),/(a1*(b2−b3)+a2*(b3−b1)+a3*(b1−b2)),D=(y2−y1+C*(a1−a2))/(b2−b1),E=x1−A*a1−B*b1,F=y1−C*a1−D*b1.

A more complex strategy may use information from the four closestmarkers, blending the x/y position computed the three closest markers 1,2, 3 with the position computed using the two closest and next-closestmarker 1, 2, 4, weighted by their relative distance from the targetlocation:X=X(1,2,3)*w3+X(1,2,4)*w4,Y=Y(1,2,3)*w3+Y(1,2,4)*w4,where w3 and w4 are the relative weightings for markers 1, 2, 3 and 1,2, 4, respectively.

They are computed using d3 and d4, the distances to marker 3 and 4,respectively:w3=1/d3/(1/d3+1/d4),w4=1/d4/(1/d3+1/d4).

Another strategy uses a similar pattern, using information from the fiveclosest markers:X=X(1,2,3)*w3+X(1,2,4)*w4+X(1,2,5)*w5,Y=Y(1,2,3)*w3+Y(1,2,4)*w4+Y(1,2,5)*w5,where:w3=1/d3/(1/d3+1/d4+1/d5),w4=1/d4/(1/d3+1/d4+1/d5),w5=1/d5/(1/d3+1/d4+1/d5).

In some instances, the way finding features may include providing arecommended path to a user between two points. The recommended path maybe determined by up-to-date conditions of the venue, including crowds,obstacles, construction, and points of interest along the way.

The messaging feature 240 of the live branded map 200 may includeperishable and visual communication features to communicate informationabout limited-time offers at various points of interest, which maycorrelate to user location, the occurrence of events at various localeswithin a venue or hyper-local market, or to allow user-to-usercommunication. The social capability of the live dynamic map may providean overlaying social graph 250 onto the map. For example, the livebranded map 200 may indicate to a user if any contacts from a thirdparty networking service are present at the venue. The messaging mayinclude serendipitous discovery in which contacts of the user through athird party service are shown as available at the venue, and interestsof the user and present at the venue are communicated to the user. Themessaging feature 240 may be integrated with the social graph 250component to allow for contextual flash mob that occur when a certaincondition is met, for example if fifty people gather at the event, by aparticular time and at a particular location. Various offers and rewardsmay result from such occurrences.

The live dynamic map 200 of FIG. 2 may include live analytics 260capabilities. The analytics may monitor user location within the venue,activity (seeing a show), movement and other parameters associated withthe user. The analytics may be used to determine what promotions,marketing, offers, messages and other content is communicated to a uservia the monetization layer 270 or through the likes of messagingfeatures 240. Live analytics may also include or rely upon providing thelocation and status of hardware sensors placed within the venue orhyper-local market such as a neighborhood. Sensors presented on the mapmay include Bluetooth low-energy beacons, RFID/NFC readers, Wi-Fi accesspoints, and other sensors utilized to collect data on user location,proximity, and access control.

The personalization layer 280 ensures that each live map is personalizedfor a particular user. The personalization layer 280 personalizes a livemap 200 by pushing custom itineraries to each user, providing a “guide”to a user based on data collected about the user within the venue, andother information provided to the user based on data associated with theuser.

FIG. 3 illustrates an exemplary computing system that may be utilized toimplement one or more embodiments of the present invention. System 300of FIG. 3, or portions thereof, may be implemented in the likes ofclient computers, application servers, web servers, mobile devices,wearable devices, and other computing devices. The computing system 300of FIG. 3 includes one or more processors 310 and main memory 320. Mainmemory 320 stores, in part, instructions and data for execution byprocessor 310. Main memory 320 can store the executable code when inoperation. The system 300 of FIG. 3 further includes a mass storagedevice 330, portable storage medium drive(s) 340, output devices 350,user input devices 360, a graphics display 370, and peripheral deviceports 380.

While the components shown in FIG. 3 are depicted as being connected viaa single bus 390, they may be connected through one or more internaldata transport means. For example, processor 310 and main memory 320 maybe connected via a local microprocessor bus while mass storage device330, peripheral device port(s) 380, portable storage device 340, anddisplay system 370 may be connected via one or more input/output (I/O)buses.

Mass storage device 330, which could be implemented with a magnetic diskdrive or an optical disk drive, is a non-volatile storage device forstoring data and instructions for use by processor 310. Mass storagedevice 330 can store software for implementing embodiments of thepresent invention, including the live branded map described in thecontext of FIG. 2.

Portable storage medium drive(s) 340 operates in conjunction with aportable non-volatile storage medium such as a flash drive or portablehard drive to input and output data and corresponding executable code tosystem 300 of FIG. 3. Like mass storage device 330, software forimplementing embodiments of the present invention (e.g., the livebranded map of FIG. 2) may be stored on a portable medium and input tothe system 300 via said portable storage.

Input devices 360 provide a portion of a user interface. Input devices360 may include an alpha-numeric keypad, such as a keyboard, forinputting alpha-numeric and other information, or a pointing device,such as a mouse. Input device 360 may likewise encompass a touchscreendisplay, microphone, and other input devices including virtual reality(VR) components. System 300 likewise includes output devices 350, whichmay include speakers or ports for displays, or other monitor devices.Input devices 360 and output devices 350 may also include networkinterfaces that allow for access to cellular, Wi-Fi, Bluetooth, or otherhard-wired networks.

Display system 370 may include a liquid crystal display (LCD), LEDdisplay, touch screen display, or other suitable display device. Displaysystem 370 receives textual and graphical information, and processes theinformation for output to the display device. In some instances, displaysystem 370 may be integrated with or a part of input device 360 andoutput device 350 (e.g., a touchscreen). Peripheral ports 380 mayinclude any type of computer support device to add additionalfunctionality to the computer system. For example, peripheral device(s)380 may include a modem or a router or other network communicationsimplementation (e.g., a MiFi hotspot device).

The components illustrated in FIG. 3 are those typically found incomputer systems that may be suitable for use with embodiments of thepresent invention. In this regard, system 300 represents a broadcategory of such computer components that are well known in the art.System 300 of FIG. 3 can be a personal computer, hand held computingdevice, smart phone, tablet computer, mobile computing device, wearable,workstation, server, minicomputer, mainframe computer, or any othercomputing device.

System 300 can include different bus configurations, network platforms,processor configurations, and operating systems, including but notlimited to Unix, Linux, Windows, iOS, Palm OS, and Android OS. System300 may also include components such as antennas, microphones, cameras,position and location detecting devices, and other components typicallyfound on mobile devices. An antenna may include one or more antennas forcommunicating wirelessly with another device. An antenna may be used,for example, to communicate wirelessly via Wi-Fi, Bluetooth, with acellular network, or with other wireless protocols and systems. The oneor more antennas may be controlled by a processor, which may include acontroller, to transmit and receive wireless signals. For example,processor execute programs stored in memory to control antenna transmita wireless signal to a cellular network and receive a wireless signalfrom a cellular network. A microphone may include one or more microphonedevices which transmit captured acoustic signals to processor andmemory. The acoustic signals may be processed to transmit over a networkvia antenna.

The foregoing detailed description of the technology herein has beenpresented for purposes of illustration and description. It is notintended to be exhaustive or to limit the technology to the precise formdisclosed. Many modifications and variations are possible in light ofthe above teaching. The described embodiments were chosen in order tobest explain the principles of the technology and its practicalapplication to thereby enable others skilled in the art to best utilizethe technology in various embodiments and with various modifications asare suited to the particular use contemplated. It is intended that thescope of the technology be defined by the claims appended hereto.

What is claimed is:
 1. A method for displaying a venue map of a venue ona mobile device, the method comprising: identifying a location of themobile device using at least a global positioning system (GPS) receiverintegrated with the mobile device; generating the venue map, the venuemap including: a plurality of distinct map portions, wherein a first mapportion is represented at a first scale and a second map portion isrepresented at a second scale that is different from the first scale,the first map portion corresponding to the identified location of themobile device, and at least one point of interest having known latitudeand longitude coordinates that correspond to the second map portion;displaying the generated venue map on a display of the mobile device;and visually updating the venue map in response to changes in thelocation of the mobile device as the mobile device moves through thevenue, wherein updates include changes in the scale of the venue mapbased on alterations to the first map portion and the second mapportion, the alterations based on at least one conversion rule.
 2. Themethod of claim 1, further comprising displaying a personalized messageoverlaid over the displayed generated venue map.
 3. The method of claim2, wherein the personalized message includes a suggested route, thesuggested route determined based on dynamically updated congestions ofpeople detected within the venue.
 4. The method of claim 2, wherein thepersonalized message includes a suggested itinerary.
 5. The method ofclaim 1, further comprising visually updating the venue map in responseto changes of the known latitude and longitude coordinates of the atleast one point of interest within the venue.
 6. The method of claim 1,wherein the latitude and longitude coordinates of the at least one pointof interest are received from one or more hardware sensors.
 7. Themethod of claim 1, wherein the first map portion and the second mapportion are generated based on the at least one conversion rule, whereinthe at least one conversion rule converts latitude and longitude pointsto map points based on comparisons between the latitude and longitudepoints and a plurality of markers on the venue map with known latitudeand longitude locations.
 8. The method of claim 7, wherein the at leastone conversion rule selects the plurality of markers that are closest toeach latitude and longitude point.
 9. The method of claim 7, wherein theone or more conversion rules assigns higher weights to comparisons withmarkers that are closer to each latitude and longitude point than tocomparisons with markers that are further away from the latitude andlongitude point.
 10. A device for displaying a venue map of a venue,comprising: a global positioning system (GPS) receiver integrated withthe device, the GPS receiving identifying a location of the device; adisplay integrated with the device; memory integrated with the device;and a processor coupled to the memory and the display and the GPSreceiver, wherein execution of instructions stored in the memory by theprocessor: generates the venue map, the venue map including: a pluralityof distinct map portions, wherein a first map portion is represented ata first scale and a second map portion is represented at a second scalethat is different from the first scale, the first map portioncorresponding to the identified location of the mobile device, and atleast one point of interest having known latitude and longitudecoordinates that correspond to the second map portion, displays thegenerated venue map on the display, visually updates the venue map inresponse to changes in the location of the device as the device movesthrough the venue, wherein updates include changes in the scale of thevenue map based on alterations to the first map portion and the secondmap portion, the alterations based on at least one conversion rule. 11.The device of claim 10, wherein execution of the instructions by theprocessor further displays a personalized message overlaid over thedisplayed generated venue map.
 12. The device of claim 11, wherein thepersonalized message includes a suggested route, the suggested routedetermined based on dynamically updated congestions of people detectedwithin the venue.
 13. The device of claim 11, wherein the personalizedmessage includes a suggested itinerary.
 14. The device of claim 10,wherein execution of the instructions by the processor further visuallyupdates the venue map in response to changes in latitude and longitudecoordinates of the at least one point of interest.
 15. The device ofclaim 10, wherein the latitude and longitude coordinates of the at leastone point of interest are received from one or more hardware sensors.16. The device of claim 10, wherein the first map portion and the secondmap portion are generated based on the at least one conversion rule,wherein the at least one conversion rule converts latitude and longitudepoints to map points based on comparisons between the latitude andlongitude points and a plurality of markers on the venue map with knownlatitude and longitude locations.
 17. The device of claim 16, whereinthe at least one conversion rule selects the plurality of markers thatare closest to each latitude and longitude point.
 18. The device ofclaim 16, wherein the one or more conversion rules assigns higherweights to comparisons with markers that are closer to each latitude andlongitude point than to comparisons with markers that are further awayfrom the latitude and longitude point.
 19. A non-transitorycomputer-readable storage medium, having embodied thereon a programexecutable by a processor to perform a method for displaying a venue mapof a venue on a mobile device, the method comprising: identifying alocation of the mobile device using at least a global positioning system(GPS) receiver integrated with the mobile device; generating the venuemap, the venue map including: a plurality of distinct map portions,wherein a first map portion is represented at a first scale and a secondmap portion is represented at a second scale that is different from thefirst scale, the first map portion corresponding to the identifiedlocation of the mobile device, and at least one point of interest havingknown latitude and longitude coordinates that correspond to the secondmap portion; displaying the generated venue map on a display of themobile device; and visually updating the venue map in response tochanges in the location of the mobile device as the mobile device movesthrough the venue, wherein updates include changes in the scale of thevenue map based on alterations to the first map portion and the secondmap portion, the alterations based on at least one conversion rule.